BMW 7 Series head-to-head with new Mercedes-Benz S-Class

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Adrian Dorofte

September 2, 2020 / 4 minutes read13 COMMENTS

Let the visual battle commence, as the current generation BMW 7 Series prepares to conquer its traditional rival: the new Mercedes-Benz S-Class generation. We expect lots of comparison tests and benchmarking trials between the BMW 7 Series and the latest Mercedes-Benz S-Class model that premiered today during. The long-term competition between the 7 Series and S-Class is not just a vanity fight, but essentially a deep rivalry in aspects of business model, brand philosophy, clientele, technology and, nonetheless, styling.

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The differences in design are striking, but also help individualize both luxury models according to brand prerequisites. As already known, the BMW 7 Series has always showcased a powerful, dynamic elegance whilst the Mercedes-Benz S-Class has been the adept of a more classic philosophy with respect to styling. In the end, it is purely a matter of personal taste and brand affinity to choose a favorite out of the two.

To begin with, it is sensible to say that both luxury models are proud flagships of their mother brands, setting the pace and giving a strong signal within their respective families. They are both fantastic cars, in essence, so comparing such different brand identities is more or less relevant. But, for the sake of exterior and interior design, let’s see how the two rivals stands against each other.

Front-End Winner: BMW 7 Series

Starting with the front section, we have to agree that both models display a strong, self-assured attitude. BMW took note of initial complaints on the G11/G12, so the LCI 7 Series now showcases a striking fascia with streamlined headlights and a big, signature kidney grille.

In the case of the S-Class, the recipe is similar although applied on the carmaker’s Sensual Purity design philosophy. The DIGITAL LIGHT technology has allowed for the new S-Class to get slimmer headlights. As well, the well-known iconic chrome grille got bigger compared to the W 222 generation.

Of course, the grille on the 7 Series looks a bit more imposing, in addition to the more aggressively-styled, pointed headlights that connect to the kidneys. The headlamp signature with tridimensional LED filaments is another instantly recognizable element in the case of the G11/G12. In the case of the S-Class, the former three-torch light graphics seem to have been lost given the new DIGITAL LIGHT technology. In any way, the eyes of the new S-Class display a softer appearance, yet it still manages to look high-tech.

The amount of chrome adorning the front fascia is relative to each brand, but it seems that both the 7 Series and the new S-Class boast a good deal of the material, which further renders them the needed upscale, premium image. In terms of detailing in standard and M Sport/AM